CITY OF NEWCASTLE

Since 2022, City of Newcastle has undertaken a major rebrand to position Newcastle as a top-of-mind leisure holiday destination. Speaking to people within driving distance to the destination, in Sydney and regional hubs, their aim is to promote the city’s vibrant culture, rich heritage, and eclectic atmosphere. The campaign has focused on increasing awareness of Newcastle and the key experiences for visitors using the ‘Seek Offbeat’ platform to bring to life the city’s colourful offbeat flavour. Ultimately driving visitation.

Understanding the tourism audience’s journey across key media platforms, Awaken’s always on strategy delivered the right messaging throughout their path to consider Newcastle as their next travel destination.